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LUBS5404LUBS5405M Module Reading List

Marketing Communications, 2018/19, Semester 1
Angela Carroll
Tutor information is taken from the Module Catalogue

Module Reading List

Recommended core text:

Fill, C. and Turnbull S. (2016) Marketing communications : discovery, creation and conversations ISBN: 9781292092614 (print); 1292092610 (print); 9781292093833 (pdf); 1292093838 (pdf); 9781292093826 (ebk.); 129209382X (ebk.) 7th edition, Pearson Education Ltd. (ISBN 978-1-09261-4)

Week by Week Supplementary Reading

Week 1: Introduction and Overview of Marketing Comocormunications Process

  • Focus on chapter readings from Fill & Turnbull chapters 1, 2, 4

Week 2: Communications and The Consumer

  • Fill & Turnbull chapters 3, 5 (pages 149-168)

 Week 3: Planning the Brand Campaign

  • Fill & Turnbull, chapters 5 (pages 168-177), 6, 9, 10

Week 4: Direct Marketing

  • Fill & Turnbull, chapter 14 (pages 450 – 466)

 Week 5: Sales Promotion

  • Fill & Turnbull chapter 15
  • Gelb, B, Andrews, D & Lam, S (2007), “A Strategic Perspective on Sales Promotions”, MIT Sloan management review. ISSN: 1532-9194, 48 (4)
  • Hardesty, D & Bearden, W (2003), “Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level”, Journal of retailing. ISSN: 0022-4359, 79

Week 6: Developing Advertising

  • Fill & Turnbull, chapters 11, 17

 Nyilasy G & Reid L N (2009), “Agency practitioner theories of how advertising works”, Journal of advertising. ISSN: 0091-3367, vol 38, pp 81-96

Week 7: Media, Agencies & Regulation

  • Fill & Turnbull, chapters 18, 20

Week 8: Personal Selling

  • Fill & Turnbull, chapters 14 (pages 467 – 483)

 • Weitz, BA & Bradford, KD (1999). Personal Selling and sales management: A relationship marketing perspective. Journal of the Academy of Marketing Science. ISSN: 0092-0703, 27(2), 241-254
• Wotruba, TR (1991). The Evolution of Personal Selling, The Journal of personal selling & sales management. ISSN: 0885-3134, 11:3, 1-12

Week 9: Sponsorship

  • Fill & Turnbull, chapter 13

Week 10: Digital

  • Fill & Turnbull, chapter 19

· Porter, L. & Golan, G., (2006) “From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising”, Journal of Interactive Advertising, 6 (2)

  • Huang, A., (2003) “An empirical study of corporate Web site usability.”, Human systems management ISSN: x000-0674, 22 (1)

WARC Online Resource

This online resource is provided by The World Advertising Research Centre. Through it you can access scholarly and practitioner articles; case studies; market reports and prize winning campaigns. Despite having advertising in the name the database presents insight on a range of brand communication aspects. Please familiarize yourself with the WARC database which is easily available on your iPad through the library link. NOTE: You have to access WARC via the Library link as it is a subscription only service. You will not gain access through a search engine.

Online Resources

Notes on Reading

Please note that the reading list is given for reference purposes. A detailed reference list enables you to explore the subject in more depth and read more about certain key topics. This does not necessarily mean that you have to read every page of every chapter in the text book or every single article listed. It means that you have some directed reading to follow. You should adapt the amount you read to your needs.


This list was last updated on 14/09/2018